Page 105 - Export and Trade

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continuous insight are developed to keep on top of The generation of detailed market insight provides
changes in the market, identify opportunities and exporters with increased leverage in selecting
increase the companies’ ability to partner with their distributors and negotiating contracts. Investment into
wholesale and retail customers. markets is made to generate demand to support sales
volume growth.
Market prioritisation With a clear understanding of the target market,
([SRUWHUV H[SHULHQFLQJ VLJQL¿FDQW JURZWK DGRSW D strengths of channels and segments in the market,
proactive, focused market development model. growth focused exporters are able to plan the staging
They identify the countries, channels and partners that of their market expansion to maintain their pricing and
they should work with. margins and build brand strength over time.
They prioritise markets with the greatest potential for As the CEO of a major New Zealand supplement and
SUR¿WDEOH JURZWK DQG LQYHVW LQ EHFRPLQJ DQ HVWDEOLVKHG health food exporter puts it, “There is no substitute for
player in the market before looking to add additional intimate market knowledge and a regular presence in
export markets. the market working alongside the market partners for
6XFFHVVIXO FRPSDQLHV LQYHVW ¿UVW LQWR G\QDPLF ¿UVW driving growth.”
hand market intelligence to gain insight and knowledge.
8QGHUVWDQGLQJ PDUNHWV EH\RQG WRS OLQH ¿JXUHV HQDEOHV Distribution and market partners
a relevant, bespoke strategy to be developed for market The right market partner is likely the most essential
entry and growth. ingredient to successful long-term growth in

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